Phexxi, the first hormone-free gel contraceptive from Evofem Biosciences, is rewriting the rules of birth control with the help of Emmy-winning star of “Schitt’s Creek” Annie Murphy and her vagina–who are both tired of dealing with the side effects of hormones in their birth control.
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Created with an all-female creative, strategy and account team, “House Rules” takes a glamorous and hilarious approach to birth control. Murphy lounges and glides around an Instagram-ready pink room in silk robes, flirtatiously cracking jokes and slipping innuendoes.
“Welcome to my vagina,” she says as the camera travels through a series of domed, blush archways to find the actress eating grapes straight from the stem. “In here, I make the rules.”
Oozing coolness, Murphy explains that Phexxi keeps it real with its hormone-free formula because “hormones just weren’t right for me.” She tosses a traditional punch-pack of tablets into a pink trash can before donning goggles and trimming the dense rosebush around her dome.
As a turtle riding a Roomba vacuums past (perhaps a reunion with her “Schitt’s Creek” character’s pet from an episode late in the series), Murphy transforms her vaginal domain into a sensual, neon-lit boudoir and changes into a chic, gold cape and jumpsuit combo. She explains Phexxi is only used when you need birth control, not every day. The doorbell rings. “Coming!” she calls with a wink.
The campaign, created with agency McCann Health New Jersey, will run nationally on television.
“The idea at its heart is really about women being in control of their body, their life and their birth control,” said Jillian Watkins and Melinda Milovic, VP associate creative directors at McCann Health in a statement. “We believe to our core, that every woman should be able to decide what is best for her."
“We are thrilled and honored to partner with Annie Murphy because she is the perfect embodiment of the Phexxi woman: strong, bold, and confident,” added Saundra Pelletier, CEO of Evofem Biosciences. “Her birth control journey unfortunately is not uncommon. We know that some women may experience side effects from synthetic hormones and we firmly believe that women should call the shots when it comes to their bodies, their decisions, their quality of life, and most certainly their birth control.”
Check out an exclusive look behind the scenes with Annie Murphy below.